We live in a unique age where technology has grown our ability to process and deliver information to a point where the avenues are almost limitless. What used to be a world where information traveled at a snail’s pace, now we live in an age where the process is instantaneous and spread across multiple mediums of deliver. Businesses used to rely on word of mouth, until it became apparent that media exposure was a far more viable option with far greater results.
The media exposure definition is simple: bring something to light through a means of communication that reaches large numbers of people, such as television, newspaper, and radio. Of course, we can add the internet to that as well. Countless networks around the world broadcast news stories to billions of people on a daily basis. That kind of concentrated flow of information is invaluable to a fledgling business looking to spread their influence. To add their own stories to that flow is the key to reaching massive amounts of people in a short amount of time.
The Theories of Media Exposure
There is a scientific approach to how people make decision. When exposed to various forms of media, there is a psychological process that takes place. Because of this, there are two different theories on how and why this occurs and offers explanations why such exposure causes us to make decisions accordingly. The fact of the matter is that this is a huge opportunity to spread the news about your business.
According to the 2007 US Census Bureau’s Statistical Abstract of the United States, adults and teens spent almost five months, or 3,518 hours of their time over the course of a year watching television, browsing the internet, reading newspapers, and listening to the radio. Each second of that time, multiplied by the people of the world, is an opportunity to reach potential customers. Below are the two major theories on this subject and an explanation of their concepts.
1. The Uses and Gratifications Theory
This is an incredibly popular theory which is based on the assumption that users are constantly seeking to satisfy their media needs. Elihu Katz is typically credited with the creation of this theory which posits that individuals will choose the media, or form of it that will satisfy their desires most completely. These desires range from a need for social interaction, to the need to gain information and knowledge.
When these desires emerge, individuals must make a decision. In the case of social networking, the choice is made based on the current mood, but when choosing between television, the internet, and a newspaper, it becomes more complicated. Regardless, the decision will be fueled based on whatever the person believes will provide them with the most gratification.
2. The Social Learning Theory
This theory is similar to the one above, however there is a clear difference between the two. While this theory is based on the gratification of the individual, it is not based on decision making, it instead looks to behavior. Developed by Albert Bandura, this theory revolves around decisions being made based on anticipation. Previous experience will inform the individual of what has caused gratification in the past, and therefore will influence their decision in the present.
For example, if someone typically enjoys the fast pacing of a news broadcast, then they will be more likely to pursue that form of media in the future, instead of say, reading a newspaper. This theory is also reliant on the influence of others close to the individual. If a friend or significant other recommends a specific form of media or network, the person is more likely to choose that one when faced with a decision.
Mixing Theory and Practice For Ultimate Results
At Insider Media Management, media exposure is just one of the services available to businesses that are seeking massive mainstream attention. As the country’s premiere PR and publicity firm, the team of experienced journalists and news seek to “bring the newsroom to your boardroom”. A simple examination of your business will allow the talented individuals to find valid news angles that networks and media outlets will be unable to resist.
The expert writers and storytellers at Insider Media can bring your business to the forefront of television, newspapers, magazines, and online outlets. To ensure long-term success, the firm also provides top notch media management training which educates clients on the nuances of the industry and how to maximize exposure. This exposure will not only provide a venue for advertisement and information, but it will also help to establish the company’s brand and vision.
Through this, the vast population will begin to know and understand the vision of the company, and this seed grows immensely fast as organic growth is achieved in addition to growth fueled by the benefits of mass exposure. With the help of Insider Media Management, businesses evolve and grow into their true potential.